Apres and skiing and riding go hand-in-hand. A growing number of craft ski and distillery brands are taking advantage of that connection by partnering on everything from products to educational programs to increase brand awareness among consumers, whether they’re on the slopes or celebrating afterward.

“We’ve definitely seen an uptick in winter outdoor brands creating partnerships with craft distilleries as a way to enhance their brand and reach new audiences,” said SIA President Nick Sargent. “As well as their inherent consumer crossover, these partnerships also reach a broader, more diverse group of people and the opportunity to welcome them into winter sports through non-traditional channels.”

Three partnerships paired up last season and will continue through the 2021/22 ski year.

Stranahan/Wagner Custom Ski
Last season, Stranahan partnered with Wagner Custom Skis, uniting two Colorado-based companies to create one-of-a-kind wood skis made from Stranahan’s barrel oak and included an inlay from a used Stranahan barrel.

“We thought it was cool [to align our companies] because we got to make skis out of their oak whiskey barrels, and we both make our products in Colorado,” said Wagner Skis founder Pete Wagner. “We sold several sets, but we did it more because we thought it was a cool story and a fun challenge.”

He added that Wagner plans to do it again this season, largely because COVID restrictions have hampered other promotional efforts, including parties and events. It’s also looking to create a similar collaboration with the Telluride Brewing Co. and Telluride Distillery.

Whistle Pig/Parlor Skis
Parlor Skis and Whistle Pig Whiskey, New England-based companies, teamed up to create a limited-edition package called the Boss Hog, which includes a pair of custom-made skis and a bottle of 13-year-old Rye.

The collaboration started with Parlor co-founders and New England ski racers Mark Wallace, Pete Endres and Jason Epstein meeting with Whistle Pig executives while skiing, noting the rich history skiing and whiskey share (in the olden days, skiers used the staves of old barrels as skis). Parlor refined the approach, recognizing that barrels’ hard oak could make a durable sidewall. After testing the theory, the result is a ski with sidewalls made from Whistle Pig barrel staves, which also comes with a bottle of Boss Hog Vth Edition, 13-year-old rye worth $500.

“It’s a great partnership,” said Parlor founder Mark Wallace. “It focuses on bringing the communities around our brands together and creating events and products that reinforce our focus on quality products, craftsmanship and a love of the outdoors.”

With Whistle Pig as a sponsor, Parlor also produced the documentary film “Made Back East.” “We’ll be working with them again this winter, so expect some exciting new products,” added Wallace.

Tin Cup/Weston/AIARE
With last year’s record increase in backcountry equipment sales and participants, Tin Cup Whiskey partnered with the American Institute of Avalanche Research and Education (AIARE) and snowboard/splitboard manufacturer Weston Backcountry to increase avalanche education awareness and backcountry safety.

Tin Cup worked with Weston to create a limited number of backcountry skis and splitboards, hiring artists and The North Face climber Renan Ozturk to create the artwork.

Under the terms of the agreement, consumers taking avalanche education courses through AIARE can test their avalanche knowledge on its website, pledge to take more AIARE courses and enter to win a pair of skis or splitboard. Anyone who took an AIARE 1, 2 or Rescue course was automatically entered.

“It went really well, and we’re continuing it this season with Tin Cup,” said Weston’s Leo Tsuo, adding they’re likely shifting some of the give-back component to include the ski patrol industry. “We love doing collaborations like this. It’s a great opportunity to raise awareness and funds for good causes. A big part of Weston’s ethos is to do well by doing good, and we strongly believe that corporations hold a microphone to the world, and we need to be more aware of what’s being said on these microphones. So, collaborations like this are win-win-win, and we love working with companies with a similar ethos.

“We hope to continue working with companies like Tin Cup and through other channels to turbocharge our efforts,” he continued, adding Weston has also worked with groups such as Pink Vail, a breast cancer awareness organization and the Colorado Avalanche Information Center to raise awareness to various causes.

Stranahan/Wagner Custom Ski
Last season, Stranahan partnered with Wagner Custom Skis, uniting two Colorado-based companies to create one-of-a-kind wood skis made from Stranahan’s barrel oak and included an inlay from a used Stranahan barrel.

“We thought it was cool [to align our companies] because we got to make skis out of their oak whiskey barrels, and we both make our products in Colorado,” said Wagner Skis founder Pete Wagner. “We sold several sets, but we did it more because we thought it was a cool story and a fun challenge.”

He added that Wagner plans to do it again this season, largely because COVID restrictions have hampered other promotional efforts, including parties and events. It’s also looking to create a similar collaboration with the Telluride Brewing Co. and Telluride Distillery.

Photos courtesy Tin Cup Whiskey, Whistle Pig Whiskey